合作網絡效益與高科技品牌建立之關聯模式分析__臺灣人文及社會科學引文索引資料庫

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題名：	合作網絡效益與高科技品牌建立之關聯模式分析
書刊名：	管理評論
作者：	陳筱琪／唐迎華／楊佳翰／羅佩文
作者(外文)：	Chen, Hsiao-chi／Tang, Jerry／Yang, Chia-han／Lo, Pei-wen
出版日期：	2011
卷期：	30:3
頁次：	頁93-115
主題關鍵詞：	網絡關係；高科技行銷策略；品牌；決策實驗分析法；網路層級分析法；Network relationship；High-tech marketing strategy；Brand；DEMATEL；ANP
原始連結：	連回原系統網址
相關次數：	被引用次數:期刊(4) 博士論文(0) 專書(0) 專書論文(0) 排除自我引用:1 共同引用:0 點閱:50

隨著全球分工體系之發展，高科技企業已開始藉由網絡關係之綜效，達成資源共享與品牌創造。本研究以2007 年台灣十大國際品牌中的IT 企業為研究對象，利用決策實驗分析法與網路層級分析法，探討企業合作網絡關係、高科技行銷策略與品牌權益間的因果關聯性，進而分析各構面於品牌發展過程中的相對重要程度。研究結果顯示，高科技企業可透過網絡關係獲得「知識與技術之移轉」及「發展創新能力」，強化高科行銷策略中「技術創新」與「產品創新」的執行，進而建立企業的「專屬品牌資產」，藉此加速品牌價值之創造。最後，本研究以Z 公司個案佐證本研究的理論成果，可發現Z 公司之品牌建構策略與本研究提出的關聯分析結果相符。

以文找文

This research aims to investigate how corporate networking relationship will benefit their high-tech marketing strategies and brand value. Five Taiwanese IT branding companies are selected as our research objects to analyze their collaborative network effect for branding creation process. The DEMATEL (Decision Making Trial and Evaluation) method and the Analytical Network Process (ANP) are used to construct the causal relationship among network effect, high-tech marketing strategies and brand value, and further evaluate the relative weighting of each criterion for brand creation process. The results reveal that “knowledge and technology transfer” and “innovation capability development” driven by network relationship will enhance the operation of “technology innovation” and “product innovation” in devising high-tech marketing strategies, thereby building the “propriety brand assets” in their branding creation process.

以文找文

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